With the Digital Age, communication between companies and consumers is more direct and without intermediaries. Tools like social media have opened up a new two-way communication channel. However, in some cases, instead of showing the reality of the company or the sector, giving users what they really like and are interested in has become a priority.
This almost immediate feedback from consumers has had a direct impact on companies’ communication strategies . New online channels have made messages from the past obsolete as they have lost effectiveness. Now content creation has become important and must adapt to digital language to deliver what consumers expect. Some experts argue that we live in the culture of “liking” or I like it, and companies must know how to interpret each reaction on social networks.
Business communication experts relate consumer “likes” and their messages to sales information, in many cases an increase or decrease in demand depends directly on reactions on social networks.
From unidirectional to bidirectional communication
Until the expansion of the Internet, companies were solely dedicated to launching messages, but responses from the public were limited. Thanks to digitization and the rise of social networks, knowing how to listen and analyze consumer reactions is now as important as creating interesting content.
The key for companies to succeed on social networks like Facebook or Instagram is to get consumers to connect with content and share it. This feeling is achieved by offering messages and images in which they are reflected with their habits and lifestyle. Social network users look at what interests them and identify with what they do.
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Relying on the most liked or shared publications can help companies’ communication departments create new content of interest; not only for social networks but also for press releases, blogs, websites, advertisements … even to improve products and services.
In addition, consumers increasingly value personalized messages . Now companies, instead of making strategies for several channels with the same message, should bet on creating different messages, personalized and adapted to each format. In recent years, companies have seen content that has worked very well on one channel while others have not had the slightest impact or have not directly worked.